Hubert Order Tracking

Process

I entered the project after the initial customer pain point had been defined; “Customers don’t know where their packages are.” After reviewing the available feedback, I organized a team from various departments to determine this project’s requirements. We settled on AGILE to preserve Hubert’s website development workflow.

Plan

The Hubert website featured simple order confirmation and summary pages that provided basic information needed to confirm you had completed your purchase. Starting with the defined pain point, we performed a reverse brainstorming session. In this exercise, we posed a reversed form of the question and came up with, “How can we make the customer call us more often for information on their orders?” The team then generated ideas that further complicate the original pain point. We combined the overlapping ideas into core concepts and then discussed their underlying causes. With those causes identified we once again performed a flip and created positive solutions. Take a look at the FigJam below for a visual representation of that process.

Design

Domino’s Pizza was a great source of inspiration for this update. Their latest redesign for the online ordering system provided their customers with real-time details on where their pizza was in the fulfillment process. It was a gimmick to keep you entertained while you waited, but it left you feeling empowered with the knowledge you knew exactly what was going on with your order.

Using wireframes we incorporated a clear confirmation message that offered the option to start tracking your order immediately. Then we applied the Hubert pattern library to pages and began development.

Develop and test

The Hubert e-commerce team connected the live data to our prototype. I began to test our internal staff who had frequently assisted customers through this process. Tests were based on everyday tasks they would be commonly called about. I revised, redesigned, and quickly produced multiple versions for new test participants. After eleven sets of user tests we released a version out to our live website for customers to begin using. Our analytics and e-commerce teams watched closely as new orders rolled in and I adjusted accordingly.

Results and takeaways

We had been successful in taking an already smooth functioning process and making it even better. The design updates had provide a new level of clarity to customers about the order process. The confirmation update began driving website traffic to the previously low traffic order detail page. While customer calls on this topic became easier to navigate.